BBC: CBBC Buzz App

BBC launched the CBBC Buzz app aiming to reinvent children’s content for a new generation. The app hosts a safe and trusted platform where children can swipe through a feed of short-form videos, GIFs, quizzes, and memes based on their favorite shows. BBC partnered with Venatus to increase awareness of their app amongst young gamers.

Target Audience

Inventory / Network

The campaign aimed to generate awareness and excitement for the CBBC app among their core audience of kids aged 6-12 years old.

Boys & Girls

6-12 Years

Strategy

As the campaign aimed to reach relevant audiences on mobile and tablet devices, Venatus identified its popular kids mobile gaming inventory as the perfect fit to reach kids aged 6-12, particularly Rovio’s Angry Birds catalog. To allow young gamers to interact with the CBBC brand, a custom MRAID minigame was selected as the best ad format for the campaign.

Creative

Ad Formats

CBBC and Havas worked together with Venatus to create an emoji-themed quiz, named the ‘sticker name minigame’. Once finishing the minigame, a call-to-action appeared inviting players to continue the fun by playing similar games on the CBBC Buzz app.

Play the MRAID minigame here.

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Delivery

The minigame was served during natural pauses in gameplay, across apps including Bad Piggies, Angry Birds Epic, Angry Birds Space, Angry Birds Go, Angry Birds 2 and Angry Birds Seasons.

Results

Winner: ‘Most Effective Entertainment Campaign’ - Effective Mobile Marketing Awards 2019

With an engagement rate of 31.52%, this massively exceeded the typical 20% benchmark, with click-through rates also very high at 5.27%. The campaign over-delivered on impressions by 14% providing high awareness of the CBBC Buzz app to young gamers.

Reflecting on the campaigns win, the judges commented:

“Strong strategy and execution and great results. And we loved the app too, it’s great fun.”

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